"Spread the Word to End the Word"

March 31 is being billed a "national day of awareness," a call to Americans to recognize and rethink their use of the word "retard," or as the organization would prefer, the "R-word."

"Most people don't think of this word as hate speech, but that's exactly what it feels like to millions of people with intellectual disabilities, their families and friends," a statement about the campaign reads. "This word is just as cruel and offensive as any other slur."